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Chapter 5: Public Opinion and Persuasion - Coggle Diagram
Chapter 5: Public Opinion and Persuasion
Definition of Public
: A public is a group of people who share a common problem or goal and recognize their common interest
Definition of Persuasion
: Any communication, intended or not, that can causes a change in a receiver's attitude, belief or action
Eight (8) Most Important Public
The media or press
(External Public)
Opinion Leaders
(External Public)
Consumers and users
(External Public)
Distributors or suppliers
(External Public)
Suppliers and services
(External Public)
Prospective staff or potential employees
(External Public)
Local community
(External Public)
Employee or staff
(Internal Public)
Multiple Step Flow Theory
Epicenter (Opinion-Maker)
They derive large info from the mass media
Adjacent (Attentive Public)
Interested in the issue but rely on opinion leaders to provide info
Outer Ring (Inattentive Public)
They are unaware of or uninterested in the issue and remain outside the opinion
Factors in Persuasive Communication
Appeal to Self-Interest
Clarity of Message
Source Credibility
Timing and Context
Audience Analysis
Audience participation
Suggestion for action
Content and Structure of message
Methods/ Sources Monitoring Public Opinion
Media Reports
Fields Report
Personal contacts
Letters and Telephone Calls
Advisory Committee
Staff Meeting
Pooling or Sampling
Factors Influencing Public Opinion
Personal Opinion
Race
Social Class
Educational
Religion
Familial
Cultural
Uses of Persuasion
Crystallize latent opinions and positive attitudes
Conserve favorable opinion
To change or neutralize hostile opinion
Steps in Persuasion Process
A
cting
R
etaining
Y
ielding
C
omprehending
A
ttending
P
resenting